Volume 5, No. 2, Art. 31 – May 2004

The Importance of Qualitative Market Research in Corporate Research

Werner Kaiser (Germany)

Abstract: As a corporate market researcher, I believe that qualitative and quantitative research cannot be seen as a contradiction but as two cohesive and supplementary areas. My definition is decision- not methodology-orientated and shows them as the poles of a continuum. Since corporate market research takes place in a business environment, it is per se primarily quantitative. Nevertheless this paper points out practical areas for qualitative research for the corporate setting. Qualitative research can serve as preparation for or in addition to quantitative research, especially when entering unknown territory in terms of research. In doing so qualitative research will emerge as the best weaponry for a corporate market researcher.

Key words: quantitative research, qualitative research, corporate market research, steering of brands, research in new markets

This contribution is only available as a full text in the German language. German text

Volume 5, No. 2   Table of Contents

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